Page 2 - Executive Warfare

Critical Praise for
David F. D’Alessandro

“With its engaging voice and pull-no-punches tone,
Brand Warfare book stands out from the marketing
crowd.”
—Harvard Business Review

“In this short, concise work, D’Alessandro, CEO of
the John Hancock insurance group, entertainingly
hammers home the importance of creating and
maintaining a brand. In his view, a brand is what-
ever image a customer conjures up upon hearing a
company’s name, so everything from the firm’s
labor practices to its product and advertising must
be taken into account. To make his points,
D’Alessandro draws heavily on his former career in
advertising and public relations. On having Orville
Redenbacher as a client:‘We literally thought he was
insane.’ But in the end, he says, ‘Orville taught
me…the power of a good brand to trump all rhyme
or reason in the marketplace.’ … He succeeds at
reminding everyone from the CEO to the people on
the assembly line that their company’s brand is its
most crucial asset. Practical, psychologically astute